because you can choose where you're going to see something, when you're going to see something, and the technology exists to tabulate that. if you go to a web site, if you go to youtube, if you go to hulu, here or there, people will see that, and can they will know. ten years ago if you weren't in the nielsen family, nobody knew whether or not you were. watching television, and they didn't care. now there are a bunch of different ways for you to express your opinion about what's happening in media about where you put your attention, whether you buy it on itunes, whether you buy it on amazon.com, wherever you go, you're registering. but with great power comes great responsibility, right in so you have to find out about these issues. and you can't just go to the same three or four web sites that are going to tell you whatever makes you feel good. you have a responsibility to educate yourself a little bit more and make sure that your choices, make the sort of political impact that you want. however you want that to be heard. >> well, i have to say i don't spend a lot of time, you know, going to matt